You must stop doing these six mistakes if you want more contractor leads in 2020. Duplicate leads is a thing of the past, it’s expensive and NOT worth it! Branding on social media marketing is the future. Learn how to control the perception of your company online using video and see your sales conversions spike! Giving homeowners in your area a chance to see your brand, like you, trust you and eventually feel like they KNOW YOU, is a game changer! Watch today’s episode if you want to take your roofing business to that next level in 2020!
Here’s what we cover
- Why you must stop buying duplicate leads
- The mistake of not branding yourself
- Why you need social media marketing
- The problem with referrals
- How to spend too much on Google SEO and PPC
- The mistake of being stuck in offline
FULL VIDEO TRANSCRIPT
Here are six advertising mistakes that roofing and solar contractors do.
Hey guys, Max Perzon here and if you've never seen me before, I help both roofing and solar contractors to get more leads, more customers and ultimately help them to scale their business to the next level or utilizing social media, Facebook advertising together with our online sales system that we power with artificial intelligence, machine learning and marketing automation. And if you want to know more about that, you can head over to our website and lead you from.com for customer testimonials, reviews and a bunch of other good stuff. If you're watching this on YouTube, make sure to like subscribe and leave a comment down below what for today, I have an awesome video for you guys. I'm going to talk about six advertising mistakes that roofing and solar contractors do and how you should Boyd them. So let's dive right into it. So the first mistake that roofing a solar contractors make is that they buy a ton of duplicate leads, right?
And I don't really care if you're doing this from either lead generation websites or if you have like an agency hired that sells, you know, this paper lead type of service. In my opinion, it sucks. It's bad. Well duplicate leads are bad for obvious reasons. They're not exclusive to you. So why would you do it? They are expensive as well. You know, home advisor works for GI, just list all of these different lead generation sites. It costs like eight at $130 per duplicate lead. The leads are duplicated. So they are shared between like five different contractors, which is insane. And you generate the leads from a third party platform, right? So you're not building your own brand through missing out on every possible aspect of advertising and it's sold bad. And then also what has become more popular or for advertising agencies is that they kind of model after the home advisor and those lead generation websites and those agencies, those marketing agencies, they start to generate their own roofing leads and they're all solar leads.
And then they just sell this as a paper lead service to roofers. And it sounds very, you know, it sounds very sexy when they try to picture that because then you don't have to pay them anything upfront. You just pay per lead. But here's the problem, right? They're going to sell those leads to other people as well. And even if the are exclusive to you, you're going to pay more money for it because they want some money for the lease, obviously. And, but you're still going to miss out on the branding part is this agency is going to generate leads under their brand and then they're just going to sell you the lead. So you're, you're missing out on the entire brand-building thing and it's so bad. So stop buying duplicate leads. If you're doing any type of lead buying right now, just stop it.
There is so many better options that you can do right now in 2020 and beyond. So that brings me to mistake number two. And that is that a lot of roofing solar contractors right now, they're not branding themselves the right way. So what do I mean by that? Well, I thought for a long time that branding was just kinda, I don't know. I didn't really see the power off it for a long, long time until very recently, I've been a direct response advertising guy since I started. You know, you do direct response advertising, you track everything, you know, down to the dollar, how your marketing efforts are performing and so forth. So I thought that branding was something that, you know, just being corporations did that didn't really know how to do direct response advertising. Then we're just kind of throwing a bunch of money into branding and hopefully it works.
But I've since then understood that, Hey, the power of branding is super, super powerful. Why? Well, simply because you want to control the perception of your company, right? You want people to, in your area, homeowners in your area, first of all, know about your company. They want to know that you exist. They want to see your logo. And when you advertise, you should advertise under your own brand and under your own website and under your own logo. You should not do it under home advisor's logo or under some agency's logo. No, you should do all of the advertising under your brand, your website, in your logo so that people actually, first of all, they start to see you when they start to get to know you. And branding is very important and a good for that reason. But also you want to do more than that with branding.
You want to start to control the perception of your company. So when people know you, what do they think about you do the like you the do they trust you? Like do they feel like they know you and you know up until this point, you know previously you only were able to do like branding in the print or in TV and radio and we all know that team or radio can be super expensive and billboards as well. But now when we have social media and when people spend a ton of money on their phones all day, you can do branding on social media, which is thousand times more powerful because that's where your target market is. And I'm talking about that here in a second. And you can share videos, right? So the cone is the new TV and the new radio. So when you create high quality videos for branding purposes, instead of paying like a TV station, like thousands of dollars to disappear, distribute that branding content though that commercial piece, you can now learn how to distribute it on social media with paid advertising.
And instead of paying thousands of dollars to get some low quality views on TV, you can just spend a couple of cents on the dollar to get a high quality view from a real home owner in your area actively looking for your services. So that's by, by doing that type of branding, you can pull the perception of your company and you get homeowners a chance in an area to start to like you, trust you, and ultimately feel like they know you. So when you brand yourself right now on social media, your sales conversions would just spike to that next level. And we've tested this for an hour. Customers have tested this as well. So if you're not branding yourself right now online, you're missing out. Big, big time. Brings me to point number three and that is that a lot of roofing and solar contractors right now, they're not advertising at all on social media, right?
And listen to this stat, this is pretty interesting. So this start is just increasing every single year. And the most recent stat is that the average American currently spends between two and a half hours to three hours per day on social media, right? Think about that. It's not only young people, average American, average American spends between two and a half hours [inaudible] hours per day. That includes my grandmother, my parents, my cousins, my everyone and my neighbors. Everyone is on social media, two and a half to three hours per day. Then on top of that, people spend about three hours per day on their phones every single day, which is insane. Everyone is like watching their phones and carrying with, carrying their phones with them every single day. All this time is wall. So if you're not advertising for your company on social media, you're missing a big time. But the truth is right that most roof from the solar contractors right now, especially in roofing contractors are still doing lead generation websites, offline marketing and Google.
These are the, the most like most popular and most competitive advertising methods out there for roofing contractors right now. So by simply moving over to social media, you can start to brand yourself by us and talked about, but you can also advertise on Facebook right now a lot cheaper on Facebook for the, in the roofing industry and solar industry as well, simply because you're just escaped from the competition. So it's, you know, if you're paying for the same keyword as all of your competitors do on Google right now, you know, don't be surprised that it's becoming more expensive all the time that everyone is doing SEO, everyone is doing paper, Clifton, bill Wilson, why do you want to compete there? Figure out how to do social media instead. So that's excite what we do. So we help our customers to generate exclusive and qualified roofing leads generated under their own brand and website on Facebook for between 10 to $20.
No middle hand, no nothing. We show roofers how they can do this themselves. So they get exclusive qualified leads generator on their own brand for 10 to $20. That's it. No mental hand, no agency, no lead generation websites are Indian, none of that fluff. And they can start to build a brand and do the advertising under dome Brian and website as well, which is a game changer. So if you want to know more about that, make sure that you head over to me truth in the comp. So let's continue. And that is point number four. The fourth mistake that a lot of roofing and solar contractors do right now is that a lot of people are still only depending on referrals. So a lot of company that I talked to, uh, companies that I talked to, um, which are normally making less than a million dollars per year. And when I ask them what type of advertising they're doing, a lot of the times they're not doing any type of advertising and they're only depending on referrals.
So yeah, and this is a huge mistake, right? We all know that you have to spend money on advertising if you want to grow. Like the real, real successful businesses and companies out there, they can't spend enough on advertising their prep problem is not that they're spending too much on advertising. Their problem is that they're spending too little. They're like, Hey, we're spending a million a month right now. We want to spend a million a week. So pouring money into advertising is how you grow your business. And if you have a business that is stagnant, that's like an emergency sign, right? If your business is like this right now, you have to pour money into it to try friend, make it to grow, you know? Either it grows or it dies, right? So only depending on referrals. It's not like a good option. Right? Referrals are awesome because a referral need is always going to close easier than a cold, right?
But you cannot depend on it. So if you want to scale your business, you know you have to stop on there depending on referrals. Insulin, yeah, I'm not going to talk more about that ice cream. So that brings me to point number five and that is the fifth mistake is that a lot of roofing and solar contractors right now, they are spending too much money and too much time and too much effort into Google. Right? So Google is super, super popular in the roof of that. I talked to yesterday on the phone, he was like, I'm so tired of Google. So I said, okay, why? Well he told me that you know, everyone is doing Google, everyone is doing SEO, everyone is doing pay-per-click. And because of that, the competition is becoming higher and higher all the time. The prices go up all the all the time.
So you're on Google pay per click is not what it used to be just two years ago or even one year ago. The prices have risen a lot and pretty much every roofer has an SEO agency hire right now. So everyone's trying to rank for the same keyword. Everyone is trying to rank in the Google maps. Everyone has, you know, everyone is doing and it's just insane. So it's becoming more expensive. It takes a long time. You know, SEO takes a ton of time to get results from, especially, you know, when all of your competition are trying to do the same thing and then everyone's bidding for the same keyword and it's just, you can't do your branding on Google neither, you know, with just the search and just think about it. Very objective. Yes, everyone is using Google every single day, but it's a search engine.
So you can show your videos there on Google, you can show your brand, you're basically paying for a keyword that all of your competitors are paying for as well. So when the homeowners search for a group or in your area yet, you might show up on top, right? But all of your competitors show up as well. You're pretty much paying to compete. It's pretty insane. So yeah, social media marketing is the future of advertising as we know it. That's is, that's just the truth. And um, yeah, so stop spending too much money in too much time into Google and go figure out the social media game instead. I promise you it's, it's a complete game changer. Then the sixth and final mistake that a lot of roof in the solar contractors are doing right now in 2020 and beyond is that they're still stuck in those offline marketing methods.
So yeah, offline has been around for a long time. Right. You know, print, TV and radio commercials, direct mail campaigns, magazines, billboards, you know, we have those outbound marketing methods as well, you know, cold calling people cold calling homeowners or door knocking people like who likes to be the one mode by salesperson? It's been a Twitter. I don't, and I don't think that not a lot of people are not a lot of other people are like looking forward to be doing. I've done a Saturday morning, right? It doesn't exist. So if you're doing a bunch of offline marketing methods right now, like the average American spends two and a half hours per day on social media, why do you do often? Why are you trying to mail someone in direct mail? A direct mail piece when that homeowners is just, they just want to check their phone all day.
But why are trying to give them something that they don't want. And another thing with offline is that it has so many flaws is in one thing is that you cannot track anything. You cannot track the results. If you want to do a direct mail campaign, for example, you want to test, right? You want to do testing, you want to know what direct mail pieces work in the best. Should we use this image or image? Should we use this headline or that headline? Should we use this body copy or that body copy? And you might, you might not want to test two different ones. You wanna test four different pieces, right? Because you want to test to see what works the best obviously. So, but there's, it's very tough to track the results of you send out four different designs and you have the same phone number and all of them.
How are you going to know which one performed the best? So if you're going to track and test offline marketing methods, you have to have like different phone numbers on each piece. And then when people call in, you have to take notes and shit, you know, it's just so time consuming. Then you have to print these things and then you compare it to online marketing and social media where you can do this electronically, right. And you'd have computers to calculate it for you and you don't have to like print a bunch of ads. You divide it on the computer and then it's live. So and team or radio commercials, same thing there. It's super expensive. You know, T Raiders. Yeah, it's super expensive. You cannot really track the results from that. Neither billboards, super expensive magazines like who watches magazine? TV commercials. Who likes to be, who watches TV anymore?
Like yeah, I have a TV, I watch a movie like once per week or something like that on Sunday. But then, you know, I always have my phone with me. I do everything, I pay everything from that thing. And you know, social media is not moving and it's not going away. It's people are just spending more and more time on social media. So yeah. For how long are you going to refuse that? You know? So, yeah, I think that's it. Six advertising mistakes that most roofing solar contractors make. First thing buying duplicate leads, not Browning themselves. Third thing, not advertising on social media. Fourth thing, only relying on referrals. 15 spending too much money and time and effort into Google. And the final thing is that a lot of them are still stuck in offline mode. So that's it for today's video. Thank you so much for watching. Make sure to like subscribe and leave a comment down below. I would love to hear what you like to see in the upcoming videos. If you have any specific topic that you would like to cover, whatever, and I might be just let me know down below. My name is max Pearson. Thanks so much for watching and have an awesome day.